August 2014 hackerspace Johor Bahru Meet Up

Recipes for Asia from DeNA cook book

By Jaime Ocampa, Director for Socail Games Business Development, DeNA

Why Asia? Popular in

        1. ART
  • building the right character
  • drawing MOI character
  1. bossy girl
  2. shy shy girl
  3. punctual serious girl
  4. gentle kind hearted (big breast)
  • Game System
    • CHINA - pay for VIP status
    • JAPAN - pay for rarity
    • KOREA - pay for Firepower
  • Intellectual Property, IP
    • Things to consider - big deals to creators
    • Case Study NBA 梦之队 - card artwork from real game scenes
    • Co-development - lots of configuration


    • CHINA - reward every 5 - 10 minutes
    • JAPAN - casual play to mid to hardcore feel
    • KOREA - skill & adrenaline rush

    Social Experiences

    • CHINA - Brag to strangers
    • JAPAN - private and anonymous
    • KOREA - teams, cooperative play. I am not alone.

    Currently working in Attach of Titon, Nyanko Daiboso Project.
    Please visit http://dena.com/intl/ for more information

    Panel: Vietnamese Mobile Game Market Insights

    M, Moderator: Robin Tan, Founder & Managing Director, Envisage Reality

    C: Christopher Liu, Vp, VNG

    T: Tran Vinh Quang, COO, Appota

    A; Andy Nguyen, Co-Founder & VP, mWork


    M: Vietnam is an interesting market. Each user has more than 1 mobile phone. How is the game history in Vietnam?

    A: Currently there are 140 million mobile subscribers in Vietnam. In 2013, 150% increase in smart phone usage. From 8 million to 18 million usage. The game market is growing double too.

    T: Vietnam is a very fast growing market. The biggest brand in Vietnam is Samsung. iPhone is for social status. There are around 25 million android users and 10 million hardcore gamers. Hardcore gamers in Vietnam are very united to play hardcore game. Some may prefer casual game. But there is increase in hardcore game. Most of the gamers prefer similar game to PC game. Then they will play and want to be the top players. They do prefer cross platform game. The market is blooming.

    C: The most popular phone is Samsung Galaxy S4. Nokia and other brands will enter Vietnam market too.

    M: Share with us the percentage of Internet PC? PC vs Mobile café?

    C: PC café shifts to mobile phone game. More people can get a home PC. Smart phone can get at cheaper price too.

    T: Mobile can play anywhere, anytime. Users can spend 1 to 3 hours to play in morning, noon and night. Users take around 20% of their time in smart phone. Another trend is users will get a tablet to play game while smart phone is for messaging friends.

    A: players now can play on both devices. Since they have PC at home, visit to cyber café will be less. It is more affordable to buy a phone and play game. The feeling of RPG game can be found in mobile phone too. Market size is  50%, Mobile game is 100%. In 2011, PC game revenue is $230 million. In 2014, the mobile game industry is estimated at $120 million. Vietnam is quite a potential market for developers to venture.

    M: What kind of games do best in Vietnam?

    C: Journey To West game is sill popular. Many Chinese cultures games in Vietnam. Acceptance of China culture is high. Social economic status is same as China.

    T: Culture effect is very much. Magga One Piece, Naruto affect the young people. Let people adopt the game from manga is easier. RPG game is popular too. Mobile phone can handle battle game a lot too. Dancing game from Korea is getting popular in Vietnam too. While, monetize of western game is not so great in Vietnam yet. In near future, all the games will be accepted. Strategic game from western is not well accepted too.

    M: Vietnam do follow China game trend. What strategy should they take to enter Vietnam market?

    T: Free play game from Google Play and iTune Store. Players also get games from mobile messaging app such as OTT, Kakao Talk and LINE. Not much TV ad on mobile game yet. Affiliate marketing brings more customers. In house traffic from other resources is another good strategy.

    A: Ask yourself how to get money from end user? Usage of credit card in Vietnam is less than 3%. Game company must work with Vietnam carrier billing for payment solution.  How to distribute game? Facebook is an effective methods. There are around 50million to 80 million Facebook users in Vietnam. Social marketing is a recommended strategy. Local 3rd party can work with Appota. Affiliate Marketing can work with mWork. Take risk to pay money first to gain revenue.

    M: Is there any government policy in Vietnam taxation on Game?

    C: Government is focusing in IP on client game. Mobile games do not have much restriction from government. You need to work with local party. Article is needed to promote your game. To enter Vietnam market, on need lots of local channel and offline channels too.

    M: in China, it is not allow doing public game advertisement but can advertise on event. Is it the same as Vietnam?

    T: PC game has more regulations too. Mobile game has no restriction. Company need to pay VAT. Foreign company need to pay 2 taxes. Most of the foreign company use Hong Kong or Singapore bank for banking.

    M: Any last advice for foreign developers?

    A: Firstly must have local partners. Payment and getting license is very hard in Vietnam. Secondly, if the game is success in China, it can be success in Vietnam too.

    T: 1) Localization is needed.

    2) Payment is a big barrier

    3) Understand how people play game

    C: solution for payment can be by SMS. 2) Get a local provider. 3) Use Facebook and Google as marketing strategy. VNG is good in offline marketing.

    How does mobile game background music improve game quality?

    By Louis lu, CEO, XiaoXu Game Audio Studio

    • Mobile game or pc game music is crucial
    • Graphic no 1, music no 2
    • To compose the music, we need the game trial version
    • Currently, the human voice aspect is getting popular too
    • www.gamemusic.cn
    [Friendship post]
Attention university students! Ever dreamed about working alongside up and coming startups in Silicon Valley? Here’s your chance! MaGIC is sending undergraduates on a year long internship. We are accepting applications until 29th August. Click here for more information http://bit.ly/svinternship

    [Friendship post]

    Attention university students! Ever dreamed about working alongside up and coming startups in Silicon Valley? Here’s your chance! MaGIC is sending undergraduates on a year long internship. We are accepting applications until 29th August. Click here for more information http://bit.ly/svinternship

    Panel: Getting Your Mobile Game to the Regional Market

    M, Moderator: Yan Marchal, Co-Founder & CEO, Sanuk Games

    G,: Gerald Tock, Chieftain, Inzen Studio

    A, : Allan Simonsen, Co-founder, Boomzap Entertainment

    GD, : Gabby Dizon, CEO, Altitude Games

    N,: Nobuyoshi Noda, Head of Global Business, Adways

    Keynotes of the Panel Discussion

    M: According to you, which kind of games is getting into the regional market?

    N: Thailand, Indonesia is getting popular with LINE games. China is WeChat. Korea is kakao talk, Different countries is popular with different platform.

    A: Are there any differences between all the mobile messaging app?

    N: Kakao talk and LINE has very similar feature. As both app are developed in Korea.

    G: South East Asia (SEA) in 1980-90an, has influence from foreign countries such as USA< Hong Kong and Japan. Users today are used to different culture and history. Vietnam has similar trend too. Singapore is an unique market. There are many culture influences in Singapore.

    GD: In Philippine is more toward western influence.

    M: To be success in game industry, do we need to work with mobile messaging app How about hardcore game?

    A: Discovery games are easier to go with mobile messaging app. There is much different type of games too. It caters to different market.

    GD: mobile messaging app is like a control ecosystem. Curate the system into app store. There are other ways to be discovered too.

    G: In SEA, Thailand’s Beetalk is getting more popular. Lots of regional apps need to be check out too.

    M: SEA is a bunch of countries with different ecosystem. Should you think of localizing r address it generally?

    A: It depends in resources. Our company have  dedicated team to enter target market. For Vietnam market, you will need a local partner

    M: Which market is easier to enter?

    A: Singapore and Malaysia is a good start up place for western countries. Indonesia and Vietnam need local partner. While Philippine market is hard to get users to pay

    G: Philippine is strap between western for play. No purchase of paid game in Philipine.

    A: Find another solution to get paid except Singapore. You need to know other scheme to get revenue.

    N: Singapore, Malaysia, Thailand are bigger market but not sure which is the best market. You have to try you app in this countries first. See which countries grow more before localized it. Vietnam market used different distribution channels

    A:  Mass market in Thailand and Vietnam are non- English speaking.

    M: Where to Thai people download the game? Google play? iTune Store? How about other market?

    A: Vietnam and Indonesia will get games from local store. While, Philipine will get it from Google play.

    M: Not may people in Sea have credit cards. Is there any other finance provider in the market?

    GD: We need to optimize on advertisement. Need to find out how the carrier billing is working in this region.

    A; Softbank said the next banking is create system to internet banking or cash on internet. Huge market in rural area. However, the billing system needs to be provided.

    G: game target to China. Niche market is in consideration too. Vietnam partner usually take care of their local market. Vietnam has work out the payment system. However, Indonesia does not have clearer parties to work it out.

    N: check out the percentage of revenue from emerging market. User can advertise in different region too.

    M: Vietnam never ventures alone. How about the rest of the countries?

    G: Singapore and Malaysia share the same market but more brand focus. Revenue is from other countries.

    A: Why not?

    G: The Company is growing soon. We will get other countries to compete too.

    M: How to maintain a good mobile game company?

    G: we have to separate the operation team specifically events needed. Test out the function and learn from publisher

    M: Is there any regional publisher or local publisher in SEA.

    G: Not yet have a regional publisher. SEA is an experimental and open market.

    A; some companies have the best solution

    M: premium game is easier to make money

    GD: Not in Philippine. It is hard to get players to pay to play

    N: it depends on the pay app or payment gateway. Google play currently only accept credit card.

    A: large traditional company is moving into premium game. Free to play is good opportunity for exposure

    M: Any other comments?

    G: premium game is western game is popular. Free to play in oriental countries is popular. Premium games in Singapore need some brand awareness.

    M: What are the best store for user acquisition?

    A: Google & Facebook ca create advertisement & earn revenue. Traditional methods is get an article up. Google, Facebook and iTune are the best store. Not it seems normal for companies to pay $ 5 for a customer. This is not good for game developers

    M: need to think globally.

    How to invest in China’ game market?

    by Nick Yong, Lebox Capital

    • Serious entrepreneur
    • 23 years old establish Chang Ren. Sold off the company at 25 years old
    • Start early as competitors in the market.
    • Mobile service provider on ringtone & wallpaper
    • Early web form is black and white, WAP
    • First game develop 夺宝中华
    • Web game develop on MUD platform
    • Earn around RMB20-30 million per year
    • During JAVA game age, create small java game
    • Currently in smart phone age or mobile phone age
    • Mobile market keep changing to free market
    • Beside as angel investor/ developers, need to see the game history and aim for tomorrow. Change is the effort to survival
    • Plan ahead
    • Now mobile game industry is red blood sea
    • Smart TV game is getting popular
    • Harmless platform m will kill the giant
    • E-sport is getting popular too
    • In the near future, people will watch e-player to compete
    • The world is going into robotic word in 5 years time
    • Aim for tomorrow
    Insist on original IP – 75wan Technology’s IP publishing strategy

    By Helen Huang CEO, 75wan Technology

    • CEO started off with software system then venture into IP market
    • Use IP (Intellectual property) to increase revenue
    • Most of the game based on popular online novel or story
    • This way it can capture the novel readers to become loyal players
    First DrinkEnterpreneurs in Johor Bahru

    [Friendship Post]

    Date: 31 July 2014

    Day: Thursday

    Time: 8:00pm to 11:30pm

    Registration : http://www.eventbrite.com/e/first-drinkentrepreneurs-in-jb-8lido-jb-tickets-12400463119

    Initially launched for fun in Paris, DrinkEntrepreneurs is going global, with events organized in 30 cities such as Shanghai, London, San Francisco, Buenos Aires , Kuala Lumpur and now Johor Bahru ! 

    Once a month, DrinkEntrepreneurs offers a relaxed environment for driven and motivated entrepreneurs, their friends and entrepreneurship aficionados to get together, share good conversations and inspire one another!

    DrinkEntrepreneurs is co-created by you and all the people that make every event different and special. We endorse no specific format, so there are no name tags, stuffy environments or boring presentations. You’ll be there to laugh and learn, to socialize and network. So far, we’ve motivated a greatly diverse group of amazing individuals to become regulars and ambassadors of DrinkEntrepreneurs and connected hundreds of people in meaningful ways. We like to think that DrinkEntrepreneurs is not just an event - it’s a movement that is slowly but steadily becoming a key connector in local entrepreneurship scenes. 

    Lingesh and Suphier your host for the evening are here to ensure you have an amazing time. 

    See you there ! And don’t forget to invite your friends! ;)

    The DrinkEntrepreneurs Society


    Some photos from Mobile Game Asia 2014.